Signage 'integral part of cinema design'

Signage, such as door signs and warning signs, play an extremely important part in the design of cinemas, from both a wayfinder and experience point of view.

But, according to architect Robert McCall, writing for Film Journal International, while cinema signage should work on one level – either for directional or branding purposes – it should also be recognised for enhancing something else: visitor experience.

When coupled with other elements, like unique architectural constructions and innovative lighting, signage can be viewed more as a "unified design" project created between the architect and signage provider.

For example, signage at cinema entrances can be much more than door signs labelling the screen number and telling the visitor what film is showing within. They can utilise developments like lighting, materials and colours to enhance visitor experience in a unique way.

Mr McCall feels that the validity of signage to cinema design should not be understated. "Whether intuitive or blatant, signage is an extremely valuable tool that helps shape the client’s branding message, set a mood for patrons, and enhance the overall theatre environment."